COVID 19 has a high impact on everyone in the world from health, life, work, wealth, and wellness. Businesses take a significant effect on this pandemic as well. It is new, but it is not new as we have faced much other crisis before so Brand just need to learn how to cope and survive from this crisis.

1. อุปนายกผ่ายรัฐกิจสัมพันธ์ สมาคมการตลาดแห่งประเทศไทย
19 June 2020
WHAT NEXT?
Steering brands through COVID-19
โดย สุภาวดี ตันติยานนท์
งานสัมนาออนไลน์ : “พลิกวิกฤตเป็นโอกาส ด้วยธุรกิจ HEALTH & WELLNESS”
และกรรมการยุทธศาสตร์ธุรกิจบริการสุขภาพ หอการค้าไทย

2. COVID-19 : 1-2 YEAR DISRUPTION
BETTER TECHNOLOGY BUT STILL WIDELY IMPACT
1918-1920SPANISH FLUINFECTED 500 MIL
DEATH 100 MIL
2020COVID-19INFECTED 7.91 MIL
DEATH 433.5 K
(AS OF 15.06.2020)

3. eXperience
MATTERS
Copyright eXperience Matters 2020. Proprietary and Confidential.
COVID CRISIS & IMPACTS
IT IS NEW AND UNKNOWN TO EVERYONE

4. งานสัมนาออนไลน์ : “พลิกวิกฤตเป็นโอกาส ด้วยธุรกิจ HEALTH & WELLNESS”
THAILAND’S ECONOMY A ROCKY ROAD WITH DEBT AND
COVID-19 OUT BREAK
GDP 2019 GDP 2020
2.4 -5.3**BOT, as of March 26th 2020
DROUGHT TO
EFFECT
AGRICULTURE
HIGH
HOUSEHOLD
DEBT
INCOME
DISPARITY
COVID 19
AFFECT
THAILAND’S TOP CONCERNS
Source: Economic and Policy Department, Bank of Thailand and Kantar Thailand
ECONOMY : 59
(-1 PTS VS. PP)
DEBT : 16
(+4 PTS VS. PP)
HEALTH: 17
(+3 PTS VS. PP)
KEY FACTORS TO LOOK OUT
NEGATIVE GDP FOR 2020

5. งานสัมนาออนไลน์ : “พลิกวิกฤตเป็นโอกาส ด้วยธุรกิจ HEALTH & WELLNESS”
COVID-19 CRISIS
THAILAND
PANIC
FEAR
UNEMPLOYMENT
WORK-FROM-HOME
LOCK-DOWN
FINANCIAL CRISIS
คนแห่ตุนสินค้า
หลัง กทม. สั่งปิดห้าง
วิถีชีวิตใหม่
MASK + SOCIAL DISTANCING + CHECK-IN
NEW HEALTH PROTOCOL
NEW BEHAVIOUR
Cr. Image: BangkokBiz, Naewna, MThai, Khaosod

6. งานสัมนาออนไลน์ : “พลิกวิกฤตเป็นโอกาส ด้วยธุรกิจ HEALTH & WELLNESS”
COVID-19 CRISIS
THAILAND
IMPACTS
Panic & paranoids
FearsPEOPLE
Financial crisis
Unemployment
Life-style post-Covid-19
Pay-cut
TECHNOLOGY
Digitalisation disruption on:
Businesses
Healthcare
Education
Data science
eCommerce
Logistics/Deliveries
ECONOMICS
New economic models
Managing inequality issue
Monetary system: Cash Vs. Digital Wallet
New approach on economic growth
Dependency level of globalisation
FINANCE
Risks on NPL
Healing model for all sectors
Source of Investment Fund
GOVERNMENT
Regulations & Policies
Government practices
New Governance models
Crisis Communication
BUSINESSES
Revenue & Cashflow
Risk management(BCP)
Digital transformation
New business model
New process & skills
Review supply chain & logistics
Brand strategy: Total CX
Resilience, Flexibility & Agility
THE NEW NORMAL’S WAY OF LIVING & PRACTICES ILL BE SET
AND
IT WON’T BE THE SAMEAS PRE-COVID IN A GREAT DEAL IN ALL ASPECTS

7. งานสัมนาออนไลน์ : “พลิกวิกฤตเป็นโอกาส ด้วยธุรกิจ HEALTH & WELLNESS”
HOW BRANDS REACT
DURING COVID PANDEMIC?
“How do we innovate to find
solutions in line with the new
reality?”
“How to move from a physical
to a virtual event or product
launch”
“Moving ahead with
business plans and new
launches”
“Adapting to the new reality”
“Postpone or cancel our 2020
projects and focus on
commercial issues”
“ Should my brand
communicate anything during
lockdown? What message
should be sent out?”
“Jot down the priority
to survive”
“ Ahh…should we put hold all
our research, hiring, training
and marketing plans on hold?”

8. งานสัมนาออนไลน์ : “พลิกวิกฤตเป็นโอกาส ด้วยธุรกิจ HEALTH & WELLNESS”
ดร. ดั่งใจถวิล อนันตชัย
ประธานเจ้าหน้าที่ฝ่ายปฏิบัติการและกรรมการผู้จัดการ
บริษัท อินเทจ (ประเทศไทย) จำกัด
“ไม่ใช่ทุกอย่างที่จะเป็น “New Normal” ยังมี
บางอย่างที่เป็นเพียงแค่ “Now Normal”
7 Insight ผู้บริโภคชาวไทย โอกาสของแบรนด์ จาก
New Normal สู่ Now Normal สู่ Next Normal
(Intage’s Insight Study)
Source: http://www.brandage.com/article/19422/?
fbclid=IwAR1qwAy7B2OcNiXZ-
ZWNT9rfpknNge8xbNSGYJKkekT-jKD-x-OrmAuiJRs

9. STEERING BRANDS THROUGH THE CRISIS
MAKING YOUR BRANDS MATTER & RELEVANT
PEOPLE
SOCIETY WORLD

10. MOVEMATTERS TO ACTION TO
Purpose in action
Acting like a leader
Aliance partnership
Relevant
product+services
Focus on impact
Customers &
Society
FROM
Purpose in words
Self-interest
Competitors
Purely traditional
product
Focus on profit
Customer

11. งานสัมนาออนไลน์ : “พลิกวิกฤตเป็นโอกาส ด้วยธุรกิจ HEALTH & WELLNESS”
MAKING YOUR BRANDS MATTER
ACROSS THE HORIZONSHOW
How do we get on the front foot in a
changed landscape?
INNOVATE, TRANSFORM AND BE READY
TO -FIT- FOR PURPOSE
MATTER LONG TERM
NEW NORMAL
How do we make up for lost
ground?
LEVERAGE SHIFTS, DRIVE MOMENTUM
AND EDGING THE COMPEITORS
MATTER MEDIUM TERM
RECOVERY PHASE
How should we respond in unfolding
situation?
BE AGILE, RESILLENCE AND OPTIMISE
MATTER RIGHT NOW
PANDEMIC OUTBREAK PHASE

12. งานสัมนาออนไลน์ : “พลิกวิกฤตเป็นโอกาส ด้วยธุรกิจ HEALTH & WELLNESS”
BRAND ACTIONS:
MATTER RIGHT NOW
PANDEMIC OUTBREAK PHASE
ACTIVATE PURPOSE & OPTIMISE FUNNEL MIX
• Beyond customers / consumers comms, carry out stakeholder mapping to consider the needs and
concerns of all stakeholders, internal external, individual + institutional.
• Leverage social channels for open & real-time responseand communication.
• Identify opportunities to create ‘shared value’ programs, mobilisingand connecting all parties for
common benefit.
• Do more, sayless.
• Activate brand purpose to support hygiene and virus containment efforts, and keep life (and
livelihoods) going - add ‘brand- aligned’ value to people, the community, and broadernation.
• Not every brand needs to turn ‘caregiver’: support across all needs and emotional need- states,
in line with brand benefit andpersona.
• Make every $ count: leverage data analytics for full funnel optimization & fix weak links.
• Optimise drive-to- web, drive-to-commerce; make online visibility + transaction easier.
• Review channel mix to secure reach vs shifts in media consumption. Put bets on surgingchannels.
• Identify opportunities and expanddatabase.
• Re-allocate spend be focus on relevant segments and SKUs.
• Optimise channel mix for shifts in media consumption
• Create sensitive and supportive yet creative communication
• Sustain broad reach to facilitate new users exposure and trial.
SUSTAIN
SHORT-TERM SALES
ENGAGE ALL
AUDIENCES AND
STAKEHOLDERS
SPEND SMARTER
/ MORE FOR LESS
ACTIVATE YOUR
PURPOSE

13. งานสัมนาออนไลน์ : “พลิกวิกฤตเป็นโอกาส ด้วยธุรกิจ HEALTH & WELLNESS”
BRAND ACTIONS
MATTER RIGHT NOW
EMOTIONAL SUPPORTS:
Add cheer and positivity to
people’s lives as they
struggles with uncertain times.
FINANCIAL SUPPORTS:
Help consumers and
partners to manage through
constraints.
STRUCTURAL
SUPPORTS:
Build meaningful utility &
content to help people tide
over crisis time.
SOCIETY SUPPORTS:
Take purpose to action.
Support the society in good
cause both short and long-
term.
PANDEMIC OUTBREAK PHASE

14. งานสัมนาออนไลน์ : “พลิกวิกฤตเป็นโอกาส ด้วยธุรกิจ HEALTH & WELLNESS”
BRAND ACTIONS
MATTER RIGHT NOW
EMOTIONAL SUPPORTS:
Add cheer and positivity to
people’s lives as they
struggles with uncertain times.
FINANCIAL SUPPORTS:
Help consumers and
partners to manage through
constraints.
STRUCTURAL
SUPPORTS:
Build meaningful utility &
content to help people tide
over crisis time.
SOCIETY SUPPORTS:
Take purpose to action.
Support the society in good
cause both short and long-
term.
PANDEMIC OUTBREAK PHASE

15. งานสัมนาออนไลน์ : “พลิกวิกฤตเป็นโอกาส ด้วยธุรกิจ HEALTH & WELLNESS”
BRAND ACTIONS
MATTER RIGHT NOW
EMOTIONAL SUPPORTS:
Add cheer and positivity to
people’s lives as they
struggles with uncertain times.
FINANCIAL SUPPORTS:
Help consumers and
partners to manage through
constraints.
STRUCTURAL
SUPPORTS:
Build meaningful utility &
content to help people tide
over crisis time.
SOCIETY SUPPORTS:
Take purpose to action.
Support the society in good
cause both short and long-
term.
PANDEMIC OUTBREAK PHASE
เจ๊จง “เราจะรอดไปด้วยกัน”
จุดประกายการแบ่งปัน

16. งานสัมนาออนไลน์ : “พลิกวิกฤตเป็นโอกาส ด้วยธุรกิจ HEALTH & WELLNESS”
BRAND ACTIONS:
MATTER MEDIUM TERM
RECOVERY PHASE
MAKE UP FOR LOST GROUND BY CAPTURE MOMENTUM & LEVERAGING
SHIFTS
F U E L
BRAND
SALIENCY
• Sustain spendand earned exposure/ talkability to keep brands salient in anticipation ofthe rebound.
• IPAdata shows brands that sustain exposure throughout a crisis, canincrease share 3x during
downturns, but also rebound faster and stronger inrecovery. (UK)
PRIME FOR
MOMENTUM
UPON
REBOUND
• Identify categories and segments that will most benefit from government’s economic stimulus, consumer’s
new behaviour and international demands.
• Identify priority parts of portfolio with greatest potential.
• Work with your media agency to re-allocate budgets and securequality ad stock.
• Leverage CRM andsocial platforms to activate existing users, and turn new followers into trialists.
• Leverage data and insights to identify the most significant and lasting shifts.
• Accelerate claims innovation, product innovation, CX innovation.
• Consider how to leverage and strengthen Health & Wellness connections, across categories.
• Review Customer Engagement & Content plans.
• Address new needs and priorities in Digital content / Digital services/ Utility / Commerce.
• Leverage martech and automation to enable more personalised and contextual creation and
distribution of content in real-time.
FUELBRAND
SALIENCY
S H I F T S
TOWARDS
DIGITAL
CHANNELS
AND BEHAVIOURS
INNOVATE AND
RESHAPE YOUR
PORTFOLIO
CAPTURE
MOMENTUM UPON
REBOUND

17. งานสัมนาออนไลน์ : “พลิกวิกฤตเป็นโอกาส ด้วยธุรกิจ HEALTH & WELLNESS”
BRAND ACTIONS:
MATTER LONG TERM
NEW NORMAL / NEXT NORMAL
TRANSFORM TO LEAD THE CHANGE IN THE NEW LANDSCAPE
PRIME FOR
MOMENTUM
UPON
REBOUND
BRAND
TRANSFORMATION
C R I S I S &
R E P U TAT I O N
T R A N S F O R M AT I O N
CX
TRANSFORMATION
• Re-evaluatebrand positioning, proposition and portfolio priorities for accelerated growth in
new landscape / segments.
• Identify opportunities for first-mover edge serving future needs by creating or modifying a
product / service / experience.
• Turn crisis-time Corporate Responsibility into Ongoing Purposeful Brand Engagement -
across full value chain, and across all stakeholders.
• Innovate to create shared value and drive impact acrosslocally- and category- relevant SDGs.
• Re-evaluate Customer Experience for greater personalised value and responsiveness.
• Accelerate employee experience transformation for greater personalised engagement, productivity and
flexibility.
• Leverage data and Martech to enable personalisation-at-scale.
• Implement crisis preparedness plans, incl. risk-assessment audit, crisis response plan and training,
reputation repair plans.
• Update stakeholder and influencer ecosystem – focus on top 100 stakeholders.
• Revisit Public Affairs strategy and activation plans.
• Revisit and prioritise digital transformation goals, strategy and roadmap
• Accelerate shift to mobile- and e-com-first businessmodels.
• Identify opportunities to accelerate digital innovation, leveraging emerging technologies for competitive
(and data) edge.
D I G I TA L
T R A N S F O R M AT I O N
SUSTAINABLE
TRANSFORMATION

18. งานสัมนาออนไลน์ : “พลิกวิกฤตเป็นโอกาส ด้วยธุรกิจ HEALTH & WELLNESS”
KEY TAKEAWAYS
While there is uncertainty about how and when the virus will be contained,
one certainty is, the crisis will pass, and there will be an After.
So, stay ready, resilience with fighting spirit and good heart…
Be Save, Be Strong and Good luck!

19. THANK YOU
Supavadee Tantiyanon
supavadee.t@experiencematters.biz
https://www.linkedin.com/in/supavadee-tantiyanon-1990138/
งานสัมนาออนไลน์ : “พลิกวิกฤตเป็นโอกาส ด้วยธุรกิจ HEALTH & WELLNESS”